Out100: Jason Goldberg & Bradford Shellhammer

Goldberg and Shellhammer had a great URL (Fab.com) and a terrible idea how to use it: as a milquetoast gay social network hub. But rather than cling to their failure, they threw the baby out with the bathwater and relaunched as a savvy, fashion-forward e-commerce site packed with time-limited specials on boutique-style bric-a-brac. Within a year of opening their virtual doors, they’ve scored five million members -- and more than $150 million in financing.

Photographed at BathHouse Studios in New York City on September 10, 2012